When up against giants, go small

The challenge: The delivery market in Vietnam was dominated by a few giants. Launch Baemin - a brand new delivery app from Korea, with as much distinctiveness and buzz as possible.

The solution: Hit the giants where it hurts: they can't cater at once to each location. We created a marketing plan that was hyper-local - communicating personally with each district, each building, each crossroads.

The results: Within 6 months, Baemin's riders have reached past 10,000, and its brand name was among the most well-known in Vietnam's urban cities.